Proceedings of the 2020 5th International Conference on Modern Management and Education Technology (MMET 2020)

Research on the Influencing Factors of the Effectiveness of WeChat Community Management

Authors
Sheng Yongxiang, Zhou Yuanyuan, Wu Jie
Corresponding Author
Wu Jie
Available Online 6 November 2020.
DOI
10.2991/assehr.k.201023.057How to use a DOI?
Keywords
member perspective, WaChat community, management effectiveness, regression analysis, moderating effect
Abstract

In order to achieve the effectiveness of WeChat community management, based on the perspective of members, select community goals, community positioning, community trust, community belonging, community reciprocity, community rules, etc. that affect WeChat community management 6 factors, establish a six-dimensional influencing factor model, explore the relationship between each factor and the effectiveness of WeChat community management. Then the community type is added as a moderator to study its influence on the relationship between various factors and management effectiveness. The research results show that: ① Among the types of communities without categories, community goals, trust, belonging, and reciprocity have a positive effect on the effectiveness of WeChat community management, but the role of community positioning and rules is not significant; ② Add community types as moderators. Community types have significant moderating effects, in non-interpersonal communities, the variables related to the effectiveness of community management are community goals, trust, belonging and reciprocity; In interpersonal communities, the variables related to the effectiveness of community management are community norms and community belonging. Among them, the effectiveness of community belonging in interpersonal communities is stronger than that of non-interpersonal ones.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2020 5th International Conference on Modern Management and Education Technology (MMET 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 November 2020
ISBN
978-94-6239-269-4
ISSN
2352-5398
DOI
10.2991/assehr.k.201023.057How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Sheng Yongxiang
AU  - Zhou Yuanyuan
AU  - Wu Jie
PY  - 2020
DA  - 2020/11/06
TI  - Research on the Influencing Factors of the Effectiveness of WeChat Community Management
BT  - Proceedings of the 2020 5th International Conference on Modern Management and Education Technology (MMET 2020)
PB  - Atlantis Press
SP  - 284
EP  - 291
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201023.057
DO  - 10.2991/assehr.k.201023.057
ID  - Yongxiang2020
ER  -